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Donovan Group presents communications audit; board discusses outreach, Nextdoor strategy and metrics
Summary
Consultant Liam Goldrick of the Donovan Group presented a communications audit based on a February–April review and a survey of over 500 respondents; recommendations include website improvements, expanded resident outreach, social media strategy and midyear reassessment. Dr. Serrano corrected the contract value to $5,000 per month ($60,000/year).
The Donovan Group delivered a communications audit and strategic plan the district contracted to help improve public engagement and information flow.
The consultant, Liam Goldrick, described the audit’s methodology — a website audit, staff interviews and a community survey conducted in April 2024 that heard from “over 500 respondents,” he said. Major recommendations included improving the district website, expanding engagement with residents who aren’t necessarily district families, building internal communication capacity, expanding social media and supporting ParentSquare users. Goldrick summarized four main strategies: telling the district story, expanding digital presence, promoting district value to the community, and engaging around strategic goals.
Superintendent Dr. Serrano corrected one public comment about the Donovan Group contract cost: “In fact, the contract is $5,000 per month… So it is not $100,000; it’s actually $60,000 a year,” she said.
Board members questioned how the plan would reach harder‑to‑reach residents. Goldrick pointed to Nextdoor as an example platform where PVPUSD could deliver useful information and suggested a mix of personal presence at community events and targeted mailings (postcards with QR codes) when necessary. The firm said it uses a monitoring tool called Critical Mention to track mainstream and social media coverage and said it would not delete public comments.
Board members and the superintendent discussed the balance between consultant work and district staff execution; Goldrick described a partnership model where Donovan provides draft content and weekly social media planning while the district retains approval authority. The firm said it would formally reassess the plan midway through the 24‑25 school year.
What happens next: staff will continue implementing the plan and track metrics; board members asked for ongoing updates and suggested the district highlight student board members and other community stories in social media.
